Pastor Jamal Bryant, senior pastor of New Birth Missionary Baptist Church, has announced the conclusion of the faith-based "Target Fast," a campaign that encouraged supporters to refrain from shopping at Target Corporation for nearly 400 days.
Bryant launched the initiative during Lent in 2025, urging Christians and supporters nationwide to redirect their spending in response to the retailer's decision to scale back certain diversity, equity, and inclusion (DEI) initiatives. The campaign called for economic accountability while encouraging consumers to support Black-owned businesses and institutions.
Throughout the fast, organizers outlined several demands directed at Target, including commitments to invest in Black-owned businesses, strengthen partnerships with historically Black colleges and universities (HBCUs), and increase financial support for Black-owned banks and community development initiatives.
Speaking at a recent press conference in Washington, D.C., Bryant declared the campaign a success and said the movement had achieved meaningful progress toward several of its objectives.
"We are declaring victory and giving God glory," Bryant said, noting that the effort mobilized thousands of participants across the country and helped bring national attention to issues of economic equity and corporate responsibility.
According to Bryant, Target made progress on several of the campaign's demands, including renewed investments tied to Black-owned businesses and educational initiatives connected to HBCUs. While not every demand has been fully met, Bryant said the fast demonstrated the influence of collective economic action.
The "Target Fast" became one of the most widely discussed faith-based consumer campaigns in recent years, drawing support from church leaders, community activists, and advocacy groups. Organizers say the movement encouraged consumers to rethink how their spending can influence corporate behavior and community investment.
Although the formal fast has concluded, Bryant emphasized that the broader mission of economic empowerment and community investment will continue through future initiatives and partnerships.
